Levi Roots secured a Dragons' Den deal in 2007 for his Reggae Reggae Sauce business.
Roots, whose real name is Keith Valentine Graham, appeared on the programme with a Caribbean-inspired sauce recipe and a plan to turn it into a national food brand. His presentation combined music, personality and a product demonstration, helping make the pitch one of the programme's most memorable.
The televised agreement involved investment from Peter Jones and Richard Farleigh. As with every Dragons' Den pitch, the on-screen agreement was subject to further legal and commercial checks before completion. The business subsequently developed into a broader food brand associated with sauces, marinades and Caribbean-style products.
A common mix-up is to treat Reggae Reggae Sauce as merely a novelty product from television. Its pitch became notable because it showed how a distinctive recipe, strong personal brand and credible route to market can attract investment.